Urban Outfitters, as part of an ongoing effort to reposition its company, is partnering with Nike amid other popular brands, writes Emma Dooling for the Philadelphia Business Journal.
The new retail experience is called On Rotation, and is an immersive lounge and shopping concept.
Through its Nike partnership, the local Urban Outfitters will sell more than 150 Nike products curated by the Philadelphia company online and at the new On Rotation locations.
Urban Outfitters hopes this new retail experience will appeal to the evolving tastes of Gen Z customers between the ages of 18 and 28, its target age demographic.
In recent years, Urban Outfitters has struggled to attract this age group, which has long been the majority of its customer base.
In efforts to turn the brand around, Urban Outfitters appointed Shea Jensen to lead Urban Outfitters North America.
According to co-president and COO Frank Conforti, the entirety of 2024 was focused on “stabilizing the business, realigning strategic priorities and right-sizing inventories.” This led to improved profitability during this fiscal year.
Urban Outfitters North America was the only one of its five brands to see a decrease in annual sales during 2024.
Read more about Urban Outfitters’ plan to help its struggling brand in the Philadelphia Business Journal.
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